Walgreen to modernize its decades-old logo

Change follows two-year study to update design

(Crain's)  Walgreen Co. plans to transform its decades-old mortar and pestle logo into a more modern design, the result of a two-year study to update the drug store chain's image.

The Deerfield-based drug store chain plans to play up its trademarked red, scripted "W" and downplay the blue mortar and pestle on the large neon signs on the outside of its drug stores, on shopping bags, and in advertising circulars, said Walgreen Chairman and CEO David Bernauer, at a press conference following the company's annual shareholders meeting Wednesday.

The mortar and pestle have been used by druggists for hundreds of years to grind medicines but is no longer widely recognized by younger shoppers.

The company considered many options for updating its logo, including dropping the mortar and pestle altogether, Mr. Bernauer said. A key factor in the decision to change was to make the Walgreen's stores more recognizable from a distance, says Mr. Bernauer.

"I've envied McDonald's for years with their Golden Arches," said Mr. Bernauer.

At least one Walgreen corner store tested a giant, neon red scripted "W" over the doorway. The final logo will incorporate the "W" inside the mortar and pestle, says President and COO Jeffrey Rein. The scripted "Walgreens" name will remain.

It will take 18 months to two years to incorporate the new design.

Separately, Mr. Bernauer says the company is in negotiations to open its first store in Hawaii. The company has avoided the market, dominated by California's Longs Drug Stores, until recently because of the high cost of real estate and shipping goods there. As of Nov. 30, Walgreen operated more than 5,000 stores in 45 states.